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In App Advertising: 6 Best Practices of Integrating Ads in Your App

March 8, 2016


In app advertising is a proven monetization model, but if you want it to work for your business, the trick is to have it work for your users too. The better and more seamlessly you are able to integrate ads into your app, the more your revenue. Whether you monetize your app through ads, in-app purchases, or upgrades, how you show ads make all the difference to you and to your users.

Take the effort to integrate your ads into your app. Here’s how you do it:

1. Where do the ads Show? Because Ad placement matters

Place ads, where they are most likely to be seen and clicked. It’s common sense, but most app developers miss it.  With more than 60% of revenue for developers (In the U.S) coming from in-app advertising, it’s too important a point to miss. Your fill rate and CPM and all other metrics are important but if you miss the simplicity of putting ads where you should, none of those analytics can help boost revenue.

MobRulers listed out some of the most important principles for you to consider when you are about to implement your in-app ad strategy.

  • Visibility: What ad units work best? Where is the optimum spot for ad units? Remember, the ideal visibility spot for an app depends on which category it belongs to. A gaming app’s visibility spot may differ from an ecommerce app’s.
  • Timing: When – and how many impressions – does an ad get per user, for a fixed length of time?
  • Intrusion factor: Do your ad placements draw a fine line between effectiveness and irritability?


2. Integrate your Ads Seamlessly. It’s easier on the Eye

The less your ads are obvious that they are ads, the more your users will embrace the user experience. Native ads, for that reason alone, work very well to help match your app’s theme. Take cues from the awesome game – Letterpad. It cleverly integrates ads into the players’ gameplay so that it doesn’t take them out of the game.

Designing and deploying ads that integrate seamlessly with your theme allow you to put out ads that are less intrusive, better timed, and more in sync with the overall theme. For instance, your ads could show up when a timeout in a game occurs (like the half-time break in Foot Ball Heroes or each time you set replay in Real racing 3)

Most importantly, when ads show up during these breaks, the background is still relevant to the game.

3. Give Ads Priority. Pause all Non-essential Activities.

You can do all the song and dance with marketing and advertising. However, that should stop when users actually interact with the ads. For example – if your app is streaming a video and a user taps on an ad, it is best to pause playback and give the user the time to view or interact with the ad. You can resume the activity on your app once the user dismisses the ad.

Full-screen experiences that block out the rest of the app when a user clicks on the ad is the best way to achieve this. Pause non-essential activities (even the exact thing the app is supposed to do) when users click on ads. Give way to a full-screen experience with a dedicated lander and maximize your chances of an in-app purchase.

4. Use Analytics to see which Ad Formats are Working

The best gift any kind of digital promotional activity (starts with websites but extends to apps) is that you can measure your performance. Analytics gives you everything you need to make informed decisions. You get access to Impressions, clicks, click-through rates, CPM, CPC, CPA, Fill rate, interaction rate, and more.

Do banners work better or are Interstitials giving you more results? Which ad wins? What kind of innovative placements are you using? When clicked, how are the landing pages (within the app) designed?

App analytics helps you see and measure which ad formats are working best. They help you make decisions that matter and slowly work your way to an optimized app experience for your users while simultaneously making your app a money-making machine.

5. Don’t display ads without Warning. Provide Opt-in Ad Experiences Instead

Economies are built on a simple, almost archaic principle of “You Scratch my Back, and I’ll Scratch Yours”. The key, however, is this: Let me know before you begin scratching.

Use this principle to provide a healthy, opt-in option for ad experiences within your app. The simple act of letting app users know that they are about to view an ad before it pops up can go a long way to tie-in their consent, harmonize the experience, and even allow users to be rewarded thanks to their active engagement.

6. Reward Ad Views. It makes Users Happy

Rewards can make for great experiences, when done right. Everyone needs something in exchange for something else they do. There are instances when users are not willing to pay real money for a virtual good. This is a good opportunity to integrate ads, where a user can unlock access to the same virtual goodie by just viewing an ad. This not only makes him feel good but keeps him engaged for longer periods of time.

You get paid for advertising or from in-App purchases. It helps if you can pass on rewards to your users to celebrate just that. Use a combination of In-app currency, points, unlocking coupons, special offer walls, and even Gamification to make users’ app usage rewarding and fun.

Serve your ad with flair

Users are smart and ad blockers are on the rise. Don’t try to take them for a ride by mindlessly inserting ads into your apps. If you want their attention, do it creatively. Entertain them or provide them with something of value instead of just making a ‘direct sell’ through advertisements.

If you want to know more about viable app monetization models and how to effectively use them, stay tuned for our Ebook, which is to be released soon. Subscribe to our newsletter today and be the first to be informed.

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